(Updated) The gum's called Eclipse. Get it?
Probably a good match of message, audience and medium.
But if you're going to go to all the trouble of saving your pack of gum, logging onto a special site, and holding the pack up to your webcam, the pay off could go far beyond the secret video clips.
Like the chance for the teenage minions of Team Jacob and Team Edward to win the chance to test out the strength of Eclipse spearmint gum in a lip lock with one of the stars.
For teenage girls everywhere, that'd eclipse just about anything.
As for me, I'm going to try and forget I just said that...
(Turns out there is a notable twist along these lines after all. The packs are out - just snapped this one. And yes there are the secret video clips - which, let's face it, to TwiHards, it's enough to fuel a lot of fandemonium. But in a more recent element of the promo, visitors to the site could also share their most embarrassing moments when they wish they had Eclipse gum - for the chance win a trip to Baton Rouge to watch the DVD release of the film (out Dec. 4) together with Kellen Lutz, one of the stars. Exactly the kind of extra something to make this promo really viral and social. Winners are announced November 29. Teens girls everywhere must surely be crossing their fingers 'til then.)
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